alta, Knewton's adaptive courseware product, was given its own name in 2017, previously also called Knewton. In hopes of giving it a distinct feel from the other digital textbook products on the market, we chose a strong palette of black, white, and pink for marketing materials, and incorporated hand-drawn assets to our ads, social media, print work and web presence. The logo design was meant to fit well with our recent Knewton rebrand, while suggesting upward motion.